Craft:
An easy way to create personalized memories with a few clicks of a button.
Smart Goals
Specific
We want to increase our traffic by adding an additional social platform and creating interactive campaigns.
Measurable
Our goal is a 10% overall increase in traffic and following with a 15% increase in interactions.
KPIs
Social media followers
Social Media (Likes & Shares)interactions
Social media mentions, impressions, and tags.
Attainable
BigFoot Donuts’ current socials
- 11.6k Instagram followers
- 2070 likes over their last 10 posts averaging 207 likes per post.
- 17% likes per Instagram follower
- 9k Facebook followers.
- 992 likes over their last 10 posts averaging 99.2 likes per post.
- 11% likes per follower
Increasing their followers by 10% will yield
- 11.6k > 12.8k Instagram followers
- 9k > 9.9k Facebook followers
Increasing interaction by 15% would yield
- 17.8% > 21.4% likes per Instagram follower
- 11% > 12.6% likes per Facebook follower
My math isn’t perfect
(likes + 10%) / followers + 15%. 2070 + 207 2277 / 12,760 0.1867 + 15% 0.21 * 100 =21%
Relevant
By increasing traffic and interaction, we will increase brand awareness. By increasing their following, we can create more credibility. With both those goals, it should generate more leads.
Time-Bound
At the end of the month
Appropriate Channels:
The target audience of BigFoot Donuts are parents between the age of 30-50 and college students between the ages of 19-29.
StatCounter ~93% of Canada uses:
- 59.26% Facebook
- 13.69% Twitter
- 12.49% Pinterest
- 7.96% Instagram
These stats use market share
According to Khoros, the percentages of people who use social media.
18-29
- 88% Facebook
- 67% Instagram
- 34% Pinterest
- 38% Twitter
39-49
- 77% Facebook
- 47% Instagram
- 35% Pinterest
- 26% Twitter
It should be noted that this is a global number and not a number that is specific to British Columbia or Canada.
Combining both of these statistics, we can see that the best platforms for BigFoot Donuts are:
Each of these platforms has different use cases for sharing information:
Facebook is more reliable when it comes to interpersonal relationships. Their “pages” allows companies to display many different kinds of key business details such as Store hours, Store location, Store Prices, and native store ratings. In addition to this, it’s an incredibly effective way to reach a large audience of people.
Instagram is the cream of the crop when it comes to showing off images, and with API plugins, it’s never been easier to add Instagram posts to your website without needing to do additional steps.
LastlyTwitter. Twitter is one of the best sources for quick news that’s easy to digest. With twitter’s character limit, it forces companies to shorten their messages into easy-to-consume media snippets. Twitter is an ever-growing platform that allows individuals to tweet the latest news quickly.
A quick note on why we decided not to use Pinterest:
Each social platform is used by roughly 50% Females(F) and 50% Males(M): Facebook 54%F 46%M, Instagram 51%F 49%M, Twitter 50%F 50%M. Except for Pinterest, which is 70%F 30%M. According to Khoros. With this fact, and the fact that Instagram and Pinterest have similar use cases –in our situation. Instagram is the better option to reach our targeted audience. An additional note, the gender is based on all age demographics and not based on our targeted demographics. For the sake of simplicity, we will assume that each age demographic shares similar spreads.
With these three platforms, BigFoot Donuts will easily be able to have:
- Interpersonal relations with their customers
- An awe-inspiring gallery
- And a quick and easy way to share their latest updates.
BigFoot Donuts already uses 2/3 of these social platforms, and with the addition of Twitter, they would be able to cover a larger audience. But more importantly, they’ll be able to share updates and news faster and more reliably.
You can most likely accomplish all of your marketing desires without needing to pay for advertisements. However, Facebook would be the best platform to use paid advertisement.